WIKILEAKS ABOUT COFFEE?!? In 2006, Ethiopia applied to trademark Sidamo, Yirgacheffe and Harrar. Starbucks launched a counterattack, engaging the National Coffee Association to fight the fight. This all started because the Ethiopians saw Starbucks try to trademark “Sundried Sidamo Shirkina”. The Ethiopians overreacted, because they thought Starbucks was trying to trademark “Sidamo”.
This leaked cable says that Starbucks gave up, but expected the US Government to take up the fight on their behalf. Kinda small shakes now, but could be an interesting point to remember when Howard Schultz decides to start running for public office. (Trust us, he will.)